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Einführung und Grundlagen des Web Controlling im Zeitalter des Web 2.0

Einführung und Grundlagen des Web Controlling im Zeitalter des Web 2.0


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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Informationswissenschaften, Informationsmanagement, Note: 2,0, Hochschule Aalen, Veranstaltung: Informations- und Medienmanagement, Sprache: Deutsch, Abstract: Die Gewinnung und Auswertung von Informationen zum Nutzverhalten auf Websites kann man als Webcontrolling, Web-Analytics, Web-Analyse und Clickstream-Analyse bezeichnen. Es beschränkt sich nicht nur auf die Zählung von Besuchern eines Netzauftritts ist auch ein ganzheitlicher Prozess Daten zu erfassen und diese anschließend zu analysieren. Somit kann man Ziele wie zum Beispiel mehr Umsatz, mehr Besucher, bessere Konversion oder Erhöhung der Kundenbindung mittels klassischer Controlling-Ansätze erreichen. Auch im Internet gibt es für den Erfolg verschiedene Kriterien, die für jeden Netzauftritt verschiedene Bewertungen erfordern. Da sich die Investitionen auch im Internet rechnen müssen, ist der wirtschaftliche Gewinn auf lange Sicht einzig und allein das wichtigste. Inhaltsreiche Auswertungen zeigen Erfolge und Verbesserungsmöglichkeiten der Webpräsenz sowie wichtige Kennzahlen der Onlinemarketing-Maßnahmen. Das sind alles Gründe, wieso man Webcontrolling durchführen sollte. Die Exaktheit der gewonnen Daten ist bei der Logfile-Analyse und der Zählpixelmethode ist sehr unterschiedlich, deshalb sollte man bei der Wahl der Datenquelle das in Auge behalten. Die Auswahl eines geeigneten Werkzeuges für die Erhaltung einer notwendigen Untersuchung ist zwar nicht leicht aber ausschlaggebend über die Art der erfassten Auskünfte und damit über die tatsächliche Wirkung. Daraus ergeben sich folgende Fragen: 1. Wie erfolgreich ist die Website und die Promotion dieser Site - gemessen an den Unternehmenszielen? 2. Was kostet das? 3. Rechtfertigen die Ergebnisse die aufgewendeten Summen?


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Product Details
  • ISBN-13: 9783668144989
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 210 mm
  • ISBN-10: 3668144982
  • Publisher Date: 14 Mar 2016
  • Height: 297 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 172 gr


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Einführung und Grundlagen des Web Controlling im Zeitalter des Web 2.0
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